Three Key Components of an Effective Marketing Calendar

Posted by Betsy Lillian on 12/4/19 11:11 AM

When it comes to choosing a new wall calendar for the new year, you’ve got some tough choices in front of you. Lighthouses of New England? Best The Office quotations? Rescued kittens in baskets, perhaps? Aesthetics or entertainment might be the only thing determining your yearly wall calendar choice, but when it comes to selecting an appropriate calendar for your marketing planning, you should keep a few vital functions in mind.

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Topics: Marketing Planning, Financial Planning, Marketing performance management, Marketing Performance, marketing strategy

What to look for in your marketing planning solution.

Posted by Scott Miraglia on 9/4/19 3:42 PM

One of the best quotes about planning ahead comes from that iconic Founding Father, Benjamin Franklin: “By failing to prepare, you are preparing to fail.” This is particularly apt in the world digital marketing, where lack of specific strategies to achieving clear goals will sink any business big or small. For that reason, we’ve listed five features every marketer needs to look for when selecting an effective marketing-planning software solution.

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Topics: Marketing Planning, Marketing Analytics, Financial Planning, Revenue Attribution, Marketing Budgeting, Marketing Insights, marketing measurement, alignment

Successful Marketing Plans Depend on Visibility

Posted by Bruce Brien on 6/17/19 8:20 PM

A marketing plan with visibility (from multiple points of view) is one that’s designed to meet often complex corporate goals tied to specific strategies for growth. And while this might sound fairly obvious, a lot of companies aren’t hitting the mark when it comes to visibility in their marketing plans.

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Topics: Marketing Planning, visibility, reverse waterfall

Break Down Silos at Your Enterprise with an Iterative Collaborative Planning Environment

Posted by Bruce Brien on 6/5/19 10:51 AM

A strong marketing plan isn’t just about marketing. It needs to combine other planning processes from other departments that are involved with marketing in any shape, way, or form. And that’s a lot of departments, when leadership, sales, channel, product, and finance all play such an integral part in the role of marketing.

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Topics: Marketing Planning, alignment, collaboration

3 Steps to Finding the Right Alignment Between Budget and Strategy in Your Marketing Plan

Posted by Bruce Brien on 5/30/19 2:53 PM

Getting the balance between your marketing budget and strategy in your marketing plan is no easy feat. You’ve got a lot of things to consider and you’ve got a lot of things that can change at any moment.

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Topics: Marketing Planning, Marketing Budgeting, marketing strategy, alignment

Collaboration and alignment: Keys to a great marketing plan

Posted by Bruce Brien on 5/16/19 9:47 AM

A great marketing plan is one that integrates Marketing with other departments such as Sales, Finance, and Product Development. Departmental collaboration is essential in order to create an in-depth and complete marketing plan. Unfortunately, it’s not as common as it should be. And if you can relate to this lack of collaboration, you’re not the only one, in fact, you’re in the majority.

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Topics: Marketing Planning, Effective Planning, Best Practices

Shine a light on your marketing planning efforts to deliver better performance

Posted by Bruce Brien on 5/3/19 2:00 PM

Planning can be a dirty word in any aspect of business, especially Marketing. Planning is difficult. It takes time and resources to be done right. It takes skills, tools, and a solid process to execute. And it takes data, data that must be cleaned and aggregated into consumable insights for it to be usable for the planners.

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Topics: Marketing Planning, Financial Planning, Budgeting, Revenue Attribution, Marketing Budgeting, Hive9, Effective Planning, Marketing Insights, ABM, marketing data, Marketing Performance

It is time to trade up from personal productivity to organizational productivity.

Posted by Bruce Brien on 4/11/19 2:57 PM

The spreadsheet can be a very powerful tool, especially for personal productivity, problem solving and modeling scenarios. It is where most organizations first develop their marketing plan. Four or five marketers sharing the same room determine that it is time to write down the plan, share it with others, use it to meet with finance, assign ownership to tasks, and generally feel good that the plan is in one place.

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Topics: Marketing Planning, Revenue Attribution, Integrated Marketing, Campaigns, ABM, Marketing Performance

If your marketing team is using a spreadsheet to drive planning and collaboration, they’re doing it wrong.

Posted by Bruce Brien on 3/7/19 9:37 AM

Spreadsheets were developed to manipulate numbers, not to juggle marketing campaigns, sales leads, the demand center, teams divided by region or country, or conflicts between digital campaigns and events. In fact, the more information crammed in to a spreadsheet the more unwieldy it becomes. The harder it is to use, the more the data becomes siloed. And when the data is siloed, it might as well not even exist.

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Topics: Marketing Planning, Marketing Analytics, Effective Planning

Why You Need a Living Marketing Plan

Posted by Patrick Kilgore on 5/26/17 10:38 AM

You worked hard on your marketing plan. You sat down with your team, analyzed last year’s data, clarified your goals, and turned it all into a clear strategy to guide your campaigns and actions for the coming year. But once you left that room, what happened to the plan?

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Topics: Marketing Planning, Hive9, B2B, marketing strategy

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